Advanced search

Found 4 essays matching the above criteria.

  1. 1. Does it matter to have an ethical brand? : A qualitative study of millennials perspective on unethical marketing activities within the soft drink industry

    University essay from Högskolan i Jönköping/IHH, Företagsekonomi

    Author : Aqsaa Bidiwala; Ziying Liu; [2019]
    Keywords : brand loyalty; business ethics; marketing activities; millennials; soft drink; consumer perceived ethicality CPE ; ethical decision making;

    Abstract : Background Brand loyalty has been studied by a large number of scholars over the past few decades, including its impact on consumer purchase behavior and as a core concept when creating brand value. Having ethical business practice helps retain customers trust and enforce their loyalty to the brand. READ MORE

  3. 2. From Bags to Boxes; : A Study of the Consumers Perception of Value in Online Fashion Retail Sales

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Nadine Bolm; Betty Hartigan; [2018]
    Keywords : Customer-perceived value; Utilitarian value; Hedonic value; Online retail; Online fashion retail; Ecommerce; Monetary savings; Convenience; Product variety; Product information; Adventure; Gratification; Best deal; Idea;

    Abstract : Abstract Bachelor Thesis in Business Administration. Bachelor of Science with Specialization in Marketing – Main Field of Study: Business Administration. READ MORE

  4. 3. The effect of influencer ad disclosures on influencer perception and advertising effectiveness on Instagram

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Natalia Varga; Sara Höglund; [2017]
    Keywords : influencer marketing; Instagram; ad disclosures; advertising effectiveness; influencer perception;

    Abstract : This thesis aims to bring insights to the new field of social media influencer advertising. Our findings provide knowledge about how the clarity of different influencer ad disclosures affects influencer perception and the advertising effectiveness on Instagram. READ MORE

  5. 4. Branding in the air : A study about the impact of sensory marketing

    University essay from IHH, EMM (Entrepreneurskap, Marknadsföring, Management)

    Author : Terhi Suhonen; Jenny Tengvall; [2009]
    Keywords : Sensory Branding; Sensory Marketing; Customer-Based Brand Equity; Human Senses; Perception; Brand Knowledge; Congruency; Unconscious; Bonding;

    Abstract : Background: Previously, marketing has focused on audiovisual stimulus but as a result from the information overload of the modern society, companies find it harder to differentiate from the competitors through the traditional marketing channels. Consumers of today tend to take functional attributes for granted and seek for an emotional involvement in the purchasing process. READ MORE